Leckie: “I’m sick of all this crap…. We are #1.”
The always-colourful Seven CEO says the demos don't matter. And says a few other things as well....
- Published by David Knox
- on
- Filed under News
Seven CEO David Leckie has given an interview with today’s Australian Financial Review, and he isn’t happy.
It would seem too much media has been written about Packer, Murdoch, Gyngell …..and demographics.
“I know everyone is talking about Packer and Murdoch and Gyngell, but the bottom line is Seven has delivered,” he says.
“Because of everything that’s happening in the media recently, people aren’t remembering Seven is No. 1.
“I’m sick of all this crap. It’s very important for us to say we are No. 1.”
The always-colourful Seven boss pushes the network line that it has won news, public affairs, breakfast TV and ad revenue.
“We’ve called the year. We’ve killed the other networks. We are miles ahead of the other guys and we are proud of what we’ve achieved.”
Seven will finish the year in first place for Total People, but Nine looks set to snare the key demographics, aided in no small part to GO!’s performance.
“I don’t care what anybody says about demographics,” he said.
“Look at the scoreboard. We are No. 1. Full stop. The big red train is moving along.”
End of year figures from networks, due in just two weeks will be full of various spin, wins, rises, victories, interpretation, with / without Olympics, with / without Commonwealth Games, with / without digital channels, with / without the primetime zones of 6 -10:30pm.
One source tells the newspaper that Leckie is looking forward to taking on a “Packer-controlled TEN.” Leckie famously had a run in with James Packer last year at 70th birthday celebrations for former Nine executive Sam Chisholm, when Packer decided70th to throw a few cross words his way. Others have speculated who might replace him when he eventually exits Seven, including when that might occur.
Meanwhile Leckie adds that TEN has been saved by “one cooking show,” declining to name it, and says Nine has two good shows: Two and a Half Men and The Big Bang Theory. No more thoughts on Seven’s own Cougar Town?
Seven has certainly ramped up its output this year with a long list of local shows. The most successful of them, My Kitchen Rules, will return next year, but the jury is still out on Iron Chef Australia and The X Factor.
“We’d love to have them back,” he said.
Source: Australian Financial Review
44 Responses
As usual, Leckie’s talking up the positives.
Let’s see: Seven no longer has 5:30 dominance on the east coast, The Bounce choked, White Room foundered, Overton making gains in Sydney, criticism over sports coverage, the list goes on and on.
Translated into “Leckie-speak” : “What are these problems?”
He is right about the demo’s they mean sh*t in this country. only the one trick (loser) channel and it’s sycophantic followers believe in them
I think that everyone, including Mr. Leckie, would be very surprised by the results from 7pm-10.30pm. Seven’s share would drop considerably without their huge News/TT results every night giving them a boost. So while he says that Ten only have Masterchef and Nine only have Two & A Half Men and Big Bang Theory…maybe he needs to look at Seven’s results without News & TT to see the difference those two shows would make.
If Seven wasn’t winning in total people, but only in demos, he would be going on about how total people doesn’t matter and demos do…so it doesn’t surprise me that he is talking up his own network’s performance.
They may have the highest share of ad revenue, but how much do they spend to get that share compared to the other networks? And how many failed shows do they have before they finally get a successful one?
When you add up all the failed shows this year on Seven, Nine and Ten…you can see which network is the real winner.
David,
With due respect to your lawyers, was this interview conducted before or after Mr Leckie had lunch?
I don’t exactly know context this is being put in but if it sounds like the way I think it does then he is coming off as a bit cocky. Nevertheless he is right that they won this year but that means squat to me as a viewer who doesn’t watch anything on there.
X Factor has not been a failure its a first season it wont be perfect, and it hasnt gone under the 1 million mark at all on the live shows or auditions, second season i think wil improve with a better host and axe kyle sandilands
Even if 7 are number 1 in Australia in the ratings, it is number 5 in my books. Thats right number 5. The only show that I watch in prime time on any of the 7 Network channels is Packed To The Rafters and that has been since August. I did watch Parenthood but only twice, it was ok but didnt appeal to me. 7two had new Ugly Betty and I have not touched 7mate, too bogan for me.
I watch Nine, Ten and the ABC much more and I do like Letters and Numbers and Shameless which have made SBS my number 4. I used to watch H&A but I just watch the catch up on Saturdays. H&A has gotten worse over time (it can get better) and the Early Years are far better. Even Neighbours needs an improvement in 2011.
7 was number 1 in 2007 and now number 5 for me in 2010. In 3 years so much has changed.
Australia seems to have the same issue as America. everyone claims demos are the most important thing but in america they take it to the next level where a timeslot win it determined by 18-49 share instead of total people like Australia. anyway FOX always wins 18-49 but CBS wins total people. then when it comes to advertising revenue CBS is streets ahead of all the competiion hence re-igniting the demos vs total people debate.
Too bad his programming department can’t find first run shows to broadcast at 8:30 Sunday night. I have a theory about his eyeballs – people in retirement villages do not vote with their remotes. Demos matter. What’s the profit position I wonder? When do the dinosaurs retire?
Leckie’s obviously taken a lot of inspiration from the John Elliotts and John Singletons of this world. Bums on seats, dollars in the bank, pigs a*se to those losers who don’t like it – at least that’s the theory.
Well I geuss it all comes down to money and if Seven are getting more advertising revenue then they have well and truly won the years hands down. With many shows only 100k apart in total people, the demographics really mean diddly sqwat. We only have a small market here ins Australia and I personaly think Seven would do well to target total people and leave the demos to their digital channels. Its the only way to really move forward in the digital world I think.
well it’s true, the ratings system is extremly flawed, from what i understand is that a few thousand peoples television watching habits are recorded then multiplayed by some ratios or something and then the answer is what a programme rates. Seemed screwed up much, they should base it around how many transmissions are sent from each communication tower.
Seven isn’t that good a network. The only things I have recently been watching on Seven are The X Factor, the occasional movie or two and the last two weeks of Packed to the Rafters. Of course, the only thing that interests me on 7TWO is Xtra Factor. 7mate’s only appeal is Family Guy.
I actually think that the demos are quite important. Seven has definitely been having some smaller success in the demos this year and that’s not going to look good with the advertisers.
I must say though that Seven does have some good things about it. I think that they promote their shows better than any other network and the quality of their promos is also the best. They have also done the best job at promoting their shows across all their three channels (something that Nine very rarely does) and it is the reason why last week’s Beauty and the Geek episode was so successful. Their promotion is certainly having a strong influence in their current success.
Well he is right. CH7 are number 1 again. Who really cares about the demographics. And he is right. Channel 9 only have 2 shows. 2.5 men and The Big Bang Theory.
Leckie is a dinosaur.
2 years ago he was quoted banging on about demos and how 25-54 is all that matters and that was Sevens new focus. Now they are not winning the demos he turns around and says they don’t matter
If demos don’t matter why did Seven launch 7mate targeted at 16-39
X Factor has been a massive failure and seven is now firmly the oldest skewing network.
These comments from
Leckie are hysterical
Dear Mr. Leckie, after Channel 7’s unhanded, sneaky manipulation of an iconic Australian sporting event such as the Bathurst 1000 for the sake of advertising $$$, you are hardly number 1 with me!
Hey Leckie: Ten’s junior masterchef, modern family andoffspring all won 25-54, 18-49 and 16-39!! Suck on that. You can’t say demos aren’t important when it’s what advertisers look for so they can show they product to the most engaged viewers. Another looser @ network 7!
There’s only one show I watch on Channel 7…
actually.. there isn’t.
he’s right. the demo’s dont matter as much as nine and ten would like us to believe. with such a small market here in australia, what ever channel gets the most eyeballs gets the most money, regardless of the age those eyeballs are. and thats seven.
When there’s nothing left to say, David Leckie is still saying it!
What an unpleasant and arrogant man.
Well he may still think Seven’s number one but it is heading in the wrong direction in my opinion. Seven use to be my favourite network, a lot of my favourite shows are on Seven, but Seven is doing everything it can to turn me off watching tv. Starting shows late, refusal to fasttrack, ridiculous timeslots for quality shows, changing timeslots, or removing shows. Sack your programmers Leckie and get someone who can do justice and not treat viewers like crap. Then you’ll be number one.
what a douche.
then again, he seems perfect for 7.
well 10 might be saved by master chef. but it;’s winning with that show. not like x factor and iron chef. how is cougar town going. you know that show you flogged like a dead horse through you horrid coverage of the aus open tennis
He always has something to say.